ABSTRACT
Segmentation and targeting are two strategic choices which lead to positioning. A successful brand positioning is made of a strong value proposition, which means how a brand provides customers with key benefits and values aimed at satisfying their needs and wants as well as at creating value. In addition, a successful brand positioning is also made of an involving Unique Selling Proposition, which means what the brand is selling in terms of benefits rather than in terms of technical performance. Finally, a successful brand positioning is made of a convincing Reason Why, that means how the functional and the emotional dimensions of the brand are able to deliver rational and emotional truths to customers. The importance of competitive brand positioning should be based not only on specific attributes or benefits, but also basically on storytelling. Narrative branding aims at connecting people’s memories, associations, and values with the brand’s story. The analysis of the Philip Morris International case aims at showing how much story and narrative are key factors together with a clear strategic and socially responsible vision to brand positioning or, as in this case, repositioning.
Key finding: The brand is a human being aimed at raising trust and loyalty among customers.
